By Ishaan Chadha
The Evolution of Advertising on the Go
For the last 40 years, Dakdan Worldwide has grown into a media holding company with over twenty subsidiary companies located around the United States, specializing in a myriad of areas such as sports, entertainment, and event planning. CEO Dan Kost has achieved success through marketing and advertising strategies, which have helped small businesses become globally recognizable. One of the businesses that has benefited the most from marketing and advertising is Mobile Hwy Advertising. Chief Operations Officer, Marc Joseph and CEO Dan Kost used their vision to create this company which has dominated this market, because they have full coverage of the top 250 designated market areas around the U.S. During 2020, many businesses struggled as people were required to stay in their homes. As a result, companies that utilized billboards as their primary form of advertising struggled because it wasn’t reaching sufficient audience exposure. However, Mobile Hwy Advertising was able to thrive during the pandemic because of online shopping, which significantly increased the transportation of products. Therefore, as online shopping activity continues to increase, businesses have decided that using semi-trucks as an advertising platform is the best move to stay ahead of the competition. Unlike other mobile advertising companies, Mobile Hwy Advertising incorporated fully customizable eco-friendly wind skirts, which provides trucking companies the power to market anything by customizing a design on the side of the trucks. In addition, unlike billboards, these mobile advertisements are more efficient, because they can reach a more expansive and diverse audience for a lower price, and they provide better fuel economy for semi-trucks. Large vehicles such as semi-trucks have been significant contributors to global warming across the U.S. because they emit 75 percent of carbon monoxide pollution in the U.S, according to the EPA. Even though wind skirts play a considerable role in advertising products, they allow for better fuel mileage, which has helped the trucking industry cut down on CO2 emissions by 8-12% annually.
Besides being an eco-friendly company, Mobile Hwy Advertising has been able to stay on top by utilizing Rapid Advance Multimedia (RAM) technology, sending out signals within a 1,000-foot radius to interact with mobile devices, alerting them of promotional offers. These promotional offers could inform highway drivers of restaurants, shopping centers, or truck stops nearest to them. RAM technology is a new advertising medium, and Mobile Hwy Advertising has taken advantage of this by being one of the few companies to offer trucks the opportunity to use a moving, marketing hotspot for advertising. “RAM is the first of its kind to make sure that every smart device is going to see the ad because it pushes notifications to the phone,” Kost said. “It will revolutionize the industry because you’ll be able to reach more people quicker and these ads and notifications can be changed anytime we want, unlike billboards which take weeks.” Kost and Joseph built this company upon five keywords: profitability, customer service, retention, efficiency, and growth. For decades, they have been able to run a profitable operation by increasing revenue while limiting expenses. They’ve been able to add more clients because they respond well to customer concerns and growth. But most importantly, they’ve been able to implement training programs for employees that place the customers first. Even through the evolution of technology, Mobile Hwy Advertising has stayed efficient in their business operations by creating apps to help facilitate the growth of their clients. As a result, their clients continue to prosper, while their production costs are limited and their profit continues to expand.
